I have a confession: I’m obsessed with finding a good deal. Forget fancy department stores, I’m a Goodwill guru. Groupon and GoldStar are my dining companions, not overpriced restaurants. And while some people splurge at the mall, I’m on the hunt for hidden gems at flea markets.

Who wants to spend a month’s rent on a handbag? This is why I was absolutely thrilled by the arrival of close variants. It’s a game-changing concept that’s been gradually reshaping the advertising world, allowing advertisers to move away from expensive, highly competitive keywords and embrace their more budget-friendly counterparts.

Achieve the desired look without breaking the bank!

Understanding Close Variants

Close variants are exactly as they sound - slight variations of your keywords that can still trigger your ad. Here are some common examples:

• Singular and plural forms
• Common misspellings
• Adding suffixes like “ing”, “ed”, or “er”
• Using abbreviations
• Separating a single word into two
• Combining two words into one To illustrate, imagine you’re using the phrase match keyword “flowers for mom.” A search for “flowers for mother’s day” could trigger your ad. In this case, “mom” and “mother” are considered close variants. It’s important to distinguish between close variants and distinct concepts that require separate keywords. For instance, if you’re using phrase or exact match, the following would need their own keywords:
• “mother’s day flowers” vs. “mother’s day bouquet”
• “boston dentist” vs. “boston doctor”
• “lead management software” vs. “crm”

The Evolution of Close Variants

Close variants have been subtly transforming the paid search landscape over the past couple of years. They first started appearing in search reports in late 2015 and became increasingly prevalent in 2016. Finally, in 2017, Google officially announced that close variants would apply to all match types.

nexus-security’s QueryStream provides insights into these variants.

Why Optimize for Close Variants?

One major advantage of close variants is cost savings. Instead of bidding on numerous individual keywords, you can bid on one keyword that captures a range of 10-15 variations. This allows you to target the most affordable variations while still appearing for more competitive terms. Close variants also promote more streamlined ad groups. Instead of cramming 20-30 keywords into a single ad group, you can focus on 3-5 core keyword concepts across multiple match types. This aligns with Google’s push towards audience-based account management, encouraging smaller, more targeted ad groups. Traditionally, advertisers risked cluttering their accounts with too many low-volume keywords. Close variants mitigate this risk by allowing for consolidation. We can merge underperforming campaigns and ad groups, relying on user search behavior to guide our strategy. As we identify patterns in high-performing queries, we can gradually pause broader keywords and replace them with more specific, user-generated terms using stricter match types.

Optimizing for Close Variants: A Practical Guide

Ready to embrace the world of close variants and maximize your advertising budget? Here are a few strategies to get you started. In most cases, a combination of these approaches will yield the best results. Begin by organizing your keywords by match type within each ad group. Look for any duplicates, keeping in mind the rules governing keywords and close variants. This step is particularly crucial for exact match keywords, as the rules of engagement significantly shifted in March 2017.

After grouping your keywords by match type, determine which variant within each group you want to retain. For broader match types like broad and modified broad, it’s helpful to identify a common denominator among your desired keyword phrases. For example, using “+flowers +for +mom” as your modified broad keyword could capture searches like:

• “flowers under $20 for mom”
• “birthday flowers for mom”
• “mother’s day flowers for grandma” Instead of using modified broad match for all these variations, you can focus on bidding on them using exact and phrase match, while keeping the core concept (“flowers for mom”) on modified broad. Auction price is another crucial factor. When analyzing keywords, pay attention to “top of page” and “first position” bids. These average cost-per-click (CPC) values indicate whether your budget can accommodate enough clicks per day (aim for a minimum of 10) and if more cost-effective alternatives exist. Choosing a cheaper variant may mean sacrificing some search volume, but it can also lead to less competition. You’ll need to weigh these trade-offs carefully. Lastly, consider the performance metrics of different variants. This requires careful interpretation, as successful metrics can vary based on volume and industry benchmarks. Should you prioritize a keyword with a 2.15% click-through rate (CTR) and 5,000 impressions or one with a 16% CTR but only 500 impressions? Sometimes, opting for a keyword that drives conversions and a higher CTR is necessary, even if it comes at a higher cost. However, it’s often worth experimenting with the cheaper variant for 2-4 weeks. If traffic significantly declines, you’ll know your initial keyword was the better choice. If traffic remains stable or improves due to increased click affordability, the cheaper close variant might be the way to go. We’d love to hear your thoughts! Have you incorporated close variants into your marketing approach? Share your experiences and insights in the comments below!